Advertising is experiencing a rapid technological shift that democratizes scalable ad campaigns for every company. Large agencies no longer have a stranglehold on expensive design, animated ads, and exhaustive a/b testing. Dynamic creative optimization platforms are lowering the costs associated with variable-based ad design by using programmatically powered ads.
What is dynamic creative?
Dynamic creative optimization (DCO) refers to ads that can be programmatically changed to provide relevant information to the person viewing them. Variables can be shifted to increase click-throughs, thereby improving ROI.
Some of the variables that can be swapped:
- Images
- CTAs
- Ad copy
- Weather
- Location
- More
It automatically builds relevant ads that skyrocket perforce compared to generic ads that don’t speak to anybody directly. With the average person seeing over 10,000 ads daily, personalization at scale delivers superior results.
What does the data say about DCO?
The data is overwhelming…
73% of ad viewers report that seeing a personalized ad is a more enjoyable experience. Of course, hyper-personalization is a great way to make sales, but not everyone appreciates being stalked by website cookies to deliver a relevant ad experience. Apple’s iOS 14 update addressed this, making getting some personal information more difficult. But still, reasonably personalized ads undeniably improve ROI and help customers find products they love.
Do advertisers need to use Dynamic Creative?
The average attention span on Facebook is 2.5 seconds (and potentially even less), so if your ad doesn’t speak to a prospect immediately, it will be challenging to capture their attention. Grabbing attention is a core tenant of the Advanse advertising process, so it’s critically important. Dynamic creative speaks to consumers; as mentioned above, they like it. DCOs take your advertising campaigns to the next level and should be utilized.
What is the future of DCO?
Dynamic creative applies to far more than just display ads. As different forms of advertising become more popular, technologies are being developed to power programmatic ads for video. Additionally, DCO is being used more widely across the marketing funnel. In the past, it was typically employed to “remarket” products to customers who had previously viewed that product. Now advertisers realize DCO can be used to show products to consumers for the first time and get them into their marketing funnel more effectively.
What are the key benefits of DCO?
DCO has many benefits for advertising teams, including…
Lower costs:
Creating 1000s of versions of an ad for a/b testing gets expensive with a design agency. A DCO platform helps a small team use templates to build versions with basically no marginal cost. This lowers the costs of ad creation and allows teams to reroute budgets toward delivering ads and gathering data.
Automation:
Removes manual labor associated with delivering an ad campaign. It also allows the team to spend precious energy being analytical and making strategic assessments rather than implementing them.
Real-time feedback and Improved Performance:
Programmatically changing variables give real-time data to the advertising team, allowing them to make adjustments and iterate faster. The faster the team can make changes (rooted in data), the more effectively ROI can be increased. The future of advertising is lightning-fast decisions made with confidence from an abundance of data – DCO is the answer.
Business takeaways:
Companies (of all sizes) can efficiently deliver complex and personalized advertising campaigns through programmatic feeds with dynamic creative. This empowers companies to take ownership of their customer acquisition funnel and lower CAC. Organizations that effectively lower CAC will improve profits and set their company up for long-term success. Whoever gets customers the cheapest wins in the long run!